Depilatories declined in 2020 and this was partly due to COVID-19, as the need for these products lowered since people spent more time at home and experienced reduced spending power. However, before the outbreak of COVID-19, sales of depilatories had already begun to be negatively affected by the growing popularity of cheap beauty salons that offer depilation services.
Several companies present in Serbian depilatories were active in helping communities in the fight against COVID-19 in 2020 and this improved their image as socially responsible producers. For instance, among its global actions to help with COVID-19 relief efforts, Procter & Gamble donated over RSD5.
Private label lines consolidated their combined value share of depilatories during 2020 despite declining sales. This was also influenced by COVID-19 which motivated many consumers to switch to cheaper variants and private label.
Depilatories is expected to keep declining in Serbia in 2021 and beyond. In 2021, the decline will be minimal since the category will bounce back slightly from the blow it received from COVID-19 in 2020.
The distribution of depilatories in Serbia is set to keep modernising over the forecast period. This trend will dictate the further decline of the value share held by traditional grocery retailers and also the increase of modern store-based retailing channels and e-commerce.
During 2020, producers of depilatories did not invest much in innovation or marketing activities in Serbia due to the COVID-19 pandemic. Nevertheless, this is expected to change in 2021 and beyond.
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Understand the latest market trends and future growth opportunities for the Depilatories industry in Serbia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Depilatories industry in Serbia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Depilatories research and analysis database.
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